This is my first ever guest article published on Buyer Persona Institute Blog in English. Originally created in Russian for Premier SV blog and Business Magazine.

These days, while developing a strategy, it’s rash to conclude that the concept of target audience is a meaningful tool for targeting communications, or really anything more than a meaningless buzzword. Just because someone is a member of a socio-demographic group doesn’t mean they’ll buy your products. The most common reason for purchasing is that people want to improve their lives with the help of your solution. Читать далее →